EAVI - the European Association for Viewers Interests - is an independent, non-profit international association registered in Brussels under the Statute of AISBL - Association International Sans But Lucratif.

EAVI has been established with the support of the European Commission and received a Royal Decree from the Belgian authorities in March 2005.

EAVI was created to fill the institutional gap in representing citizens and media viewers at European level.

Its primary objective is to promote and enhance viewers’ interests and, more generally, citizens’ and media users’ interests at European level. Particular attention is paid to youth and the protection of children and minors.

In particular EAVI aims to:

• Develop and promote active citizenship and media literacy and education, social responsibility
• Promote good practices in media use which is crucial for fostering democratic growth, civic awareness and communication welfare
• Engage the interests of European Institutions and influence relevant EU policies in order to encourage the media users’ interests to be better reflected in policy decisions.

In order to achieve its objective, EAVI intends to carry out a wide range of activities focusing mainly on the fields of European affairs and media education.

Much of the activity and initiatives carried out by EAVI involve citizens from all 27 EU Member States.

Despite its recent establishment, EAVI has benefited from a very positive reception with regard to both the publication of our first study (Broadcasting and Citizens) and to representation at the highest level, for instance at the Council of Europe, the European Commission and the European Parliament as well as in International Conferences.

EAVI is at a propitious time for strengthening national initiatives and for widely promoting media literacy, social responsibility and public accountability in electronic media.

Citizens, viewers and consumers awareness and concerns about media content quality and communication welfare are growing because what the media offer is seriously deteriorating in many countries. Citizens need extensive coverage, accurate treatment and editorial independence. They need information and not trivialization or voyeurism. The very concepts of democracy and welfare are based on the simple but vital provision of civic services.

EAVI thinks that a growing number of people, including young people, are conscious that the social costs created by low quality media programming must be reduced and that the audiovisual industry has to become more accountable.